Their end goal is being the biggest data hoarder in my opinion. This position will secure them so long as we can find a use for data. And right now, data is so

Their end goal is being the biggest data hoarder in my opinion. This position will secure them so long as we can find a use for data. And right now, data is something we use everywhere. They can continue to use it for advertisement, or they can pivot or expand to new market, more nefarious or for the good of everybody. They could sell it to government for mass surveillance or they could use it to help scientist find a cure for a disease. We can always find a use for data. So I think their goal is to hoard more and more data, and make it has accurate as possible. Google for me is neither a search engine company or an advertisement company anymore. Their core is data hoarding, and they make profit using this in several ways, advertisement being just one of them.